LOGO DEVELOPMENT:1971STARBUCKS TODAY Starbucks was a single store in Seattle’s historic Pike Place MarketHoward Schultz tasted his first cup of coffee in StarbucksHoward brought the Italian coffeehouse tradition back to the US1987Howard purchased Starbucksto inspire and nurture the human spirit – one person, one cup and one neighborhood at a time1992Starbucks completed initial public offering (IPO)Starbucks Foundation was established Starbucks became the world’s largest buyer of Fair Trade Certified TM coffee198719941998200220062013174251,8865,88612,440>20,000Number of shops worldwide62 countriesCoffee SourcingFarmer SupportCocoa SourcingTea Sourcinginterestingfact#3fact#4fact#5 A Starbucks grande coffee has 320 mg of caffeine which surprisingly contains over 4 times more caffeine than that found in a Red Bull energy drink.=The trenta, new size for iced drinks, is slightly greater than the capacity of stomach.There is a secret size, a short, which is only 8 oz.>Starbucks uses over 93 million gallons of milk per year.x155Starbucks opens two or three new stores dailyIn March 2005, Ethiopia filed with the U.S. Patent and Trademark Office to trademark the names of Yirgacheffe, Harrar and SidamoUnknown by the government, Starbucks had applied a year earlier to trademark Shirkina Sun-Dried Sidamo. 198719922011Reference1. Marie Bussing-Burks, (2009). Starbucks. 1st ed. Santa Barbara: ABC-CLIO.

2.Howard Schultz, (2011). Onward : how Starbucks fought for its life without losing its soul. 1st ed. Rodale.

Trademark -any name -word -symbol -design or combination -and it also indicates the source of the goods.Represents:Benefits for GovernmentIn filing for the trademark, the Ethiopian government hoped to force coffee retailers into potentially lucrative licensing agreementsNationwide notice of its trademark ownership, possible trademark registration in foreign countries, and exclusive use of the trademarked nameBenefits For Starbucks Dilema Until a decision had been made on Starbucks’ application, Ethiopia’s claim could not be processed. Ethiopia requested that Starbucks drop its claim, but Starbucks was reluctant to do so, and suggested that Ethiopia apply for a different type of certification. Decision Suggestion CriticismAbout Starbucks’ position and questions regarding its supposed dedication to selling ethically produced and traded coffee. ImageStarbucks found itself in a potential public relations nightmare, as it opposed an economic strategy devised by one of the world’s poorest countries.Solution Starbucks AgreedTo promote Ethiopia’s coffee in its stores.

It would recognize Ethiopia’s ownership of Yiracheffe, Harrar and Sidamo.

Lastly, Starbucks will open up a new agronomic center in Ethiopia, helping farmers.

In exchange, the company will not be subject to any royalties or licensing feesFarmer Support• In 2009, in partnership with Tranfair USA and the FLO, it launched the Small Farmer Sustainability Initiative (SFSI). Through the initiative, Starbucks and the FLO have committed to working together to offer a greater range of small-scale farmer support and capacity-building services.August 2006The USPTO approved Ethiopia’s trademark of Harrar.In February 2008, it approved the Sidamo trademark.Following approval, Ethiopia implemented a royalty-free licensing scheme, which required the licensee (coffee retailers) to sell Ethiopian specialty coffees using the registered trademarks and to promote Ethiopian ﬁne coffee

- 19th most innovative company this year- 21st most innovative company in 2012- New technology and achieving a significant evolution

An innovative companyfact#6Starbucks had 137,000 employees or “partners” as they call them in 2010. This is twice the population of Greenland.